Tag Archives: powerful radio

The Pitch of a Politician

6 May

With the next few months seeing both local elections and the EU in – out referendum, we’re already hearing a host of politicians’ voices.

We’re not listening to their pitch (what they’re saying) but their pitch (how they’re saying it).

Studies led by Rosario Signorello from the David Geffen School of Medicine at UCLA, found that successful politicians share vocal qualities that influence how their audience responds to them – unrelated to the meaning of their words or ideas expressed.

He found that political speakers used different patterns of speech, depending on whom they were addressing. In monologues addressed to voters, speakers exerted great effort to offer a wide pitch range. But when addressing other leaders at conferences, the same speakers used a narrower pitch range and lower pitch.

The sound of a voice and how a message is delivered can be just as important than the content itself and that doesn’t just apply to politicians – it’s also true of radio and audio ads.

We help brands select the right voice to ensure campaigns are distinctive, create rapport and build relationships with the audience. During the casting process we carefully consider everything from the age, tone, accent and pitch of a voice right through to how it’s delivered, ensuring the advertising message will stand out and have high recall.

If you need a radio or audio ad produced, contact us and listen to our pitch!

Radio Experts can help brands navigate this complex array of opportunities and pin-point the perfect solutions Call us on 0203 588 3000 or visit our site to read more about our radio advertising


The Golden Rules of Radio

13 Feb

radio advertising rulesThousands of radio commercials are broadcast across the UK every single day. So how can you make sure your ads stand out from the rest?

There are 7 golden rules to remember to ensure your radio ad is the best on the station. Here are the first 3:

1:   Make the listener a great offer

Radio is a powerful direct response medium. It works best when you make the listener an offer and works even better when you make that offer available for a limited time. Do this and you’re already 60% of the way to having the best commercial in the break.

2:   Don’t sound like everybody else

Using the same ideas as everyone else with uninspiring words means that you are in danger of being forgotten the minute the ad break is up. There’s no short cut to sounding different. It takes time and investment in creativity.

3:  Don’t just leave them thinking – leave them FEELING something

There are practical benefits to a product or service but there are also emotional ones – a great radio ad should contain both. Radio is one to one and if you can use emotion to create a positive feeling about your brand, your ad will stand head and shoulders above the rest.

These are just 3 of the golden rules the talented creative team at Radio Experts use every day to ensure the ads we create are the best on the station.

Tim Cowland is a Founder Partner at Radio Experts, a London based specialist radio advertising. tim.cowland@radioexperts.co.uk. @timcradioexpert